PENGARUH KUALITAS BARANG DAN HARGA KOMPETITIF TERHADAP KEPUTUSAN PEMBELIAN CV BANDUNG MOTOR

Abstract

This study aims to determine and analyze whether the quality of goods and competitive prices have a significant effect on purchasing decisions of CV Bandung Motor. This type of research is quantitative with a survey method. The population in this study were all customers of CV Bandung Motor in North Cikarang, Bekasi. The sample used in this study was 132 samples. The results of multiple linear regression analysis showed that the regression coefficient of Goods Quality was 0.432 and Competitive Price was 0.528, respectively, indicating that an increase of one unit in these variables would increase Purchasing Decisions by 0.432 and 0.528 respectively, assuming other variables remained constant. Based on the results of the hypothesis test in this study, it showed the significance of the two independent variables on purchasing decisions with a Sig value <0.001 <0.05, then H₀ was rejected and Ha was accepted. The coefficient of determination (R Square) value of 0.948 indicated that 94.8% of the variation in purchasing decisions could be explained by the competitive price and quality of goods variables. While the remaining 5.2% was explained by other variables outside the model